Managing Customer Experience

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
value and importance of understanding the needs, wants and preferences of target customer
groups..........................................................................................................................................3
Different factors that drive and influence customer engagement...............................................4
customer engagement factors, determining their effect upon customer on-boarding strategies.4
Evaluation of a broad range of different target customer groups’ needs....................................5
customer experience map............................................................................................................5
Customer touch-points................................................................................................................7
Detailed customer experience map.............................................................................................7
customer touch points to influence customer experience.........................................................10
Examine how Digital Technology is employed in managing the customer experience ..........10
Digital technologies are employed in managing the customer experience...............................11
Advantages and disadvantages of CRM systems .....................................................................11
TASK 2..........................................................................................................................................12
customer service strategies........................................................................................................12
How customer service strategies create and develop the customer experience........................12
Review of the application of given customer service strategies...............................................13
Delivery of customer service strategies....................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
customer experience is the product of an interaction between an organization and a
customer over the duration of their relationship. Burger King is an American multinational
hamburger fast food restaurant founded by James Mclamore and David Edgerton in the year
1954. This report highlights value and importance of understanding the customer need and
wants. After that the report highlights different factor which drive customer engagement. After
that report highlights the customer experience map and relevancy of customer touch point. In the
end the report highlights the effective customer service strategies.
TASK 1
value and importance of understanding the needs, wants and preferences of target customer
groups
Targeting a market, generally means selecting the customer base which can be targetted
by company to sell product of company in the market. All the organization generally used to
look at need, wants and preference of the customer and organization ability to satisfy the same
wants in the market. On the basis of all the consideration organization used to select the targeted
customer base of company (Lemon and Verhoef, 2016). So it is very necessary for Burger King
to ascertain the need and want of customer in market. Some of importance of knowing customer
needs and wants are as follow:
Shaping organizational offering: Knowing needs and wants of targeted customer in the
market, helps Burger king in shaping the different offering of organization in such a way that
organization is able to attract targeted customer more effectively. As by knowing what is require
by customer in market, Burger king used to develop the product which can satisfy the need of
customer in market. Also, at times uses the keywords related to the needs and wants to promote
the same in the market.
Competitive Advantage: As Burger king used to dealt in heavily competitive market, It
sometime get difficult for organization to maintain customer base of a company (Homburg, Jozić
and Kuehnl, 2017). Knowing need and wants of customer eventually help the Burger king in
defending competition offered by different organization by developing the product which is
needed by targeted customer.
Pass on warm message: Knowing need and wants of customer, eventually help the
company in offering different type of choices to the customer to satisfy the same. This used to

pass on good and warm message to the customer that organization used to care about their needs
and wants. This help the company in building good bond with customer and positively impact
goodwill of company.
Values
Satisfying wants of customer: As Burger king used to dealt at global market, the main
objective of company to satisfy the need of customer by developing the good quality of product
to them. This also help the organization in satisfying social value of society, as Burger king is
improving the quality of life of consumer in the market by offering good quality of product to
satisfy their need.
Different factors that drive and influence customer engagement
Customer engagement is a process or a business communication connection between customer
and an organization. Their are many factor which used to drive customer engagement in Burger
king. Some of the factor are as follows:
Communication: It is one of the biggest factor which used to drive customer
engagement in an organization. This factor used to drive the organization to be in touch with the
customer on regular basis (Kandampully, Zhang and Jaakkola, 2018). Burger king generally uses
email and SMS as the tool to be in touch with the different customer in the market. They used to
send different message to keep all the customer updated with different policy and offer of
organization.
Customer feedback: It is the another factor which used to drive customer engagement in
organization, in this factor organization looks to take a feedback of customer about the services
which is offered by them. On the basis of feedback organization used to implement different
changes in their offering. Burger King also used to place a suggestion box at every store so that
every employee can pass on their feedback.
customer engagement factors, determining their effect upon customer on-boarding strategies
Customer onboard related to all the activities which looks at introducing a new customer to
offering of organization. Customer onboard strategy involves step by step tutorial, guidance and
support regarding the same. Customer engagement factor generally used to have a great sort of
impact on the customer on-boarding strategies. Some of impact are as follows:
Understand your customer: This is the first step of customer on-boarding strategy in
which organization used understand the customer and needs & Wants of their in the market.